How You Move Forward: Neimand Collaborative. Social Impact Marketing.

You move forward by working all the angles that create impact.Working all the angles that create impact.

Government is too small to do it all. Philanthropy doesn’t have enough money. Private enterprise needs incentive to meet public needs. People, when properly motivated as consumers of policies and products, greatly influence the marketplace of public and private innovation.

  • Politics

    The best politics creates the best policies.

  • Policy

    The best policies meet public needs.

  • People

    Popular support drives the best politics.

Politics drives policy
and people drive both.

A simple method for social impact.

We have an intuitive way to move you forward: meet people where they are, find connecting interests and lead them to a better place.

  • Goals

    What you’re trying to achieve with whom and how fast.

  • Research

    Where your value connects with what people value.

  • Brand & Message

    One message that builds valued relationships with different people.

  • Market

    A practical and measurable strategy that moves everyone to act in their own interest and the interests of others.

We simplify the complexity of rallying government, philanthropy, private enterprise, practitioners
and people around something new and better.

Impact:
MasterCard®

Master Your Card:
the business of social impact.

Commercial products and services play a big role in bringing social and economic solutions to scale. We jumped at the opportunity to work with MasterCard after seeing how electronic payment technology could produce upward mobility for vulnerable populations and small businesses—so we developed a public education campaign to help stakeholders see this value.

Problem

MasterCard’s electronic payment technology creates affordable, financially empowering solutions that weren’t widely understood or appreciated by consumers, small businesses and governments. As a result, electronic payments were getting lumped in with financial reform efforts that would actually reduce access to technology that could solve problems for vulnerable populations and small businesses.

Solution

Make a clear distinction between MasterCard and the banks and processors that license its technology. Implement a process of review, research, branding and messaging to launch Master Your Card, a public education campaign that helps people understand how to select and use electronic payments to their benefit—so they condition the market through their choices. Work closely with labor, Latino and African-American leaders to show them how electronic payments can increase financial inclusion, upward mobility and greater profitability for individuauls, small businesses and micro-entrepreneurs. Learn from our community partners how to build better products that meet the needs of their constituencies.

Outcome

Master Your Card has built a bridge between the financially underserved and MasterCard, creating financial empowerment and inclusion faster than government can through policies and nonprofits can through education and advocacy alone. MasterCard has gained greater brand value among policymakers and consumers while understanding how to better serve emerging populations and businesses. Educating seniors how to be smart and safe when making online purchases. Teaching low-income workers how to use prepaid cards as an entry into the modern economy. Taking counsel from Latino, labor and African-American groups that results in MasterCard creating Six Standards for Prepaid Payroll Cards to ensure that employers who use MasterCard technology are making payroll cards work for employees. This is how you move forward in the business of social impact.

Neimand Collaborative

  • Analysis
  • Research design
  • Brand strategy
  • Messaging
  • Conceptualization
  • Marketing
  • Materials development
  • Communications support
  • Brand fidelity
  • Ongoing strategic consultation

Collaborators

StatlerNagle; Artemis Strategy Group; Potomac Communications Group; Groundswell Communications; Mercury Public Affairs.

Team

Rich Neimand

Founder & Creative Director

Rich quickly grasps the forces that drive behaviors and decisions. Whether it’s surveys, white papers, journalists, politicians, policies, sound bites, Facebook or Twitter—Rich sees the battleground from the outset and his insights influence how we research and build brand, message and marketing strategies. As Creative Director, he helps bring these solutions to life in finished products. A witty and engaging speaker and trainer, Rich helps people move from where they are to where they need to be to create social and economic impact. Many clients rely on him for consultation and advice to maintain brand fidelity, respond to emerging issues and tailor evolving strategies. Raised in Los Angeles by two wonderful parents from Brooklyn, Rich’s career path was blazed through writing, graphic arts, fine arts, commercial advertising and political consulting—all of which contribute to his work in social impact marketing. Rich lives in his beloved Silver Spring with his wife, two wonderful sons and a dog that controls everything in decidedly existential way. No cause is too small or too big for Rich—as long as it holds the promise of moving people forward.

Dave Clayton

Vice President of Strategic Communications

Dave’s talent is understanding how people relate to issues, organizations, products and programs. A problem solver with an analytic bent for where people hold shared motivations, Dave leads our analysis and research efforts and identifies strategic solutions. He provides an invaluable bridge from research to action, making sure our brand, message and creative solutions remain grounded in meeting client objectives. He works with clients on projects from inception through training and long-term consulting. Growing up in Salt Lake City, Utah, Dave completed studies in psychology and physics at Brigham Young University before earning his doctorate in clinical psychology at the University of North Carolina-Chapel Hill. He left the clinical faculty at BYU’s counseling center in 2001 and moved to D.C. to focus on strategic research and communications. Dave and his wife started their family of four in Chapel Hill, adding children at each stop along the way—and one carbon cyclocross bike that he rides into work each day regardless of rain, sleet, snow, ice, delivery vans on L Street or clueless tourists on the Mall.

Shannon Rosenthal

Vice President of Strategic Marketing & General Manager

Shannon’s collaborative energy and find-a-solution mentality help to ensure our company is doing right by its clients. With a wealth of direct client and project experience, she now runs our business and us with great instincts for what our team needs on a daily basis to make great impact for our clients and their causes. Her passion for logistics, numbers and organization has made her our go-to person for just about everything that needs to go right. Shannon is the rock who rocks. A native of New Jersey, Shannon moved to North Carolina during her high school years and later completed her degree in marketing at East Carolina University. In 2000, she moved to Washington, D.C., where she honed her skills in marketing, production and team management—and found her husband. She, her husband and their two daughters are here for good with family and friends that make the D.C. area home.

Sarah Hutchinson

Strategic Communications Director

In addition to mastering content and strategy, Sarah has the twin gifts of knowing how to get things done and knowing how to get people to do them. Combining these abilities with her expertise in creative development and campaign execution, she’s a part of our work from beginning to end. Sarah’s leadership includes digital and print materials, website development, advertising and social media campaigns. Her skills enable many of our clients to mount powerful and effective campaigns even when they are on relatively small budgets. Sarah also leads project teams and manages internal and external team members to ensure the quality and timeliness of our work. Born in Boulder, Colorado, Sarah grew up in Minden, Nevada, on a ranch in the Sierra foothills. At 15, she attended a campaign training workshop where she met Rich, who casually offered her a job once she got out of college. Much to Rich’s surprise, Sarah came to D.C. to claim her job after earning her degree in English at the College of William & Mary in Virginia. Now eating and drinking her way through every D.C. hotspot, Sarah is married to a great guy—we doubt that she will ever settle down.

Armando Molina Bou

Co-creative Director

With more than 20 years of experience in strategic branding and political communications, Armando has worked on every conceivable type of advocacy, grassroots, lobbying and corporate campaign. For web and print campaigns, Armando plays many roles—creative and art director, designer and writer. He has an uncanny ability to visually translate the message and help clients understand their brand, values, audience and long-term goals. Armando grew up in Puerto Rico and earned dual degrees from Pennsylvania State University in communications and graphic design. His work has been showcased by International Papers and Mohawk Papers and included in the permanent collection of the Smithsonian. Armando has served as a key creative partner with Rich Neimand since 1995, most recently collaborating from Buenos Aires, Argentina, where he and his daughter make their home—and share a love for photography…and vintage Fisher Price toys.

Jessica Forrester

Communications Coordinator

Jessica blends her writing ability with clear understanding and close attention to detail as she manages projects and supports campaigns. We count on her for quality control of both the process and the content of our work. She always keeps things moving smoothly, but her greatest contribution—beyond being the nicest person in the world—is her knack for identifying what’s most important in research and content and helping us turn it into audience-focused communications. She’s often the first person to review reports, white papers and technical documents and draft materials that serve as the foundation for our finished products. Jessica grew up in Topanga Canyon, California, and graduated Phi Beta Kappa with a degree in psychology from the University of California, San Diego. She came east in 2010 and now calls Washington, D.C. home.

In the business of doing good.

Growing up, I didn’t have any well-thought-out ideas of what I would do with my life. All I knew was that it should be important. I had read about the labor movement, civil rights, women’s rights, gay rights… I wanted to be a part of that—part of something bigger, to elevate the oppressed and give a voice to the voiceless. I think these are the dreams of most college kids, and they were mine, too. As the late Minor Myers put it, “Go into the world and do well. But more importantly, go into the world and do good.”

It was a nice goal, but finding a job as a changemaker began to feel less and less realistic, especially when competing with the droves of other idealists who came to DC after college or grad school, many willing to work for free in the ever-shrinking job market following the economic collapse of 2008. Working three part-time jobs and barely scraping by, I reprioritized. I needed to learn how to get by and then figure out how to make a difference. Take a break from trying to put myself in someone else’s shoes and be able to afford a pair of my own every once in a while. After all, rent in DC is high—too damn high, according to some—and how much good could I do, anyhow?

Then I landed a temporary job as an administrative assistant at Neimand Collaborative and, suddenly, it clicked. Doing well and doing good. The two actually go hand in hand—or at least they can if you’re lucky enough.

My boss, Rich, started this business after 27 years in electoral politics. He realized you couldn’t affect anything through politics anymore because everything was based on polls, and polls were based on market perceptions. So he changed his approach and recruited some of the most talented people he knew to join him in his new venture. For the last 7 years, Neimand Collaborative has worked at the intersection of politics, policy and popularism. We work to condition the market, remove cultural and ideological barriers, and generate political and popular support to create a climate in which change is possible.

What struck me right away was how uncynical my new colleagues were (and are still). They’re strategic, and smart as hell, but also committed—to our clients, to the causes we work to advance, and to each other. And, because of that, we do good business. It’s the same thing I see in all our clients. Doing good business for the public good. They see the change that is needed—in their communities, for the environment, the sick, the struggling, the next generation—and work tirelessly on smart solutions to see it through.

***

Finally, I’d like to close out my first post with a story that a new friend told me last week––not because it’s particularly relevant, but just because I think it’s a good story.

On December 6, 1941, I dropped off a pair of shoes––brown, leather––with the shoemaker around the corner. Mr. Lu-? Lit-? What was his name? His daughter worked there, too. Do you even know what a shoemaker is? Yeah, like that. Someone who soles the shoes. Good. Anyway, I dropped off the shoes. The next day was Pearl Harbor and I was called. The day after that I went down to the board office to report for duty. I was gone four years. France. Germany. France. I forgot all about the shoes. When I returned home after the war, I put on my old coat and in the pocket was the ticket––the receipt––from the shoemaker. So, I went down to see him, gave him the ticket and asked if he still had the shoes. He looked at the ticket, looked at me, and went into the back to have a look. A few minutes went by, then he came out and said, “We still have them. They’ll be ready in a week.”

Let’s talk.

We work for a wide range of groups on a wide range of issues with a wide range of budgets.
Big organization or small, what we care about most is helping people move forward. If you’re doing something great, give us a call and let us help you make a greater impact.

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Call us at 202.637.9732
info@neimandcollaborative.com

1025 Vermont Avenue, NW, Suite 830
Washington, DC 20005